Technology acceptance model (TAM) - (Davis, 1989)

- An Information Systems(IS) theory that models how users come to

accept and use a technology

- The model suggests that when users are presented with a new
technology, a number of factors influence their decision about how
and when they will use it, notably:
- Perceived usefulness (PU) – the degree to which a person believes
that using a particular system would enhance his or her job
performance
- Perceived ease of use (PEOU) – the degree to which a person
believes that using a particular system would be free from effort

1
TAM
- One of the most influential extensions of Ajzen and Fishbein's theory of
reasoned action (TRA) in the literature
- Davis's technology acceptance model (Davis, 1989; Davis, Bagozzi, &
Warshaw, 1989) is the most widely applied model of users' acceptance
and usage of technology
- It was developed by Fred Davis and Richard Bagozzi (Davis 1989,
Bagozzi, Davis & Warshaw 1992[1]).
- TAM replaces many of TRA's attitude measures with the two
technology acceptance measures—ease of use, and usefulness.

2
3
4
- The TAM has been continuously studied and expanded.
- The two major upgrades
• TAM 2 (Venkatesh & Davis 2000 & Venkatesh 2000)
• UTAUT (Unified Theory of Acceptance and Use of Technology
(Venkatesh et al. 2003).
- A TAM 3 has also been proposed in the context of e-commerce with
an inclusion of the effects of trust and perceived risk on system use
(Venkatesh & Bala 2008).

5
TAM2

6
TAM3

7
The Theory of Reasoned Action (TRA) aims to explain the relationship
between attitudes and behaviors within human action. It is mainly used
to predict how individuals will behave based on their pre-existing
attitudes and behavioral intentions. An individual's decision to engage in
a particular behavior is based on the outcomes the individual expects will
come as a result of performing the behavior.

8
9
UTAUT

10
11
12
13
Innovation Diffusion Theory

14
15
16
Model of Consumer Behavior

17
18